Chicken foodservice needs to differentiate for future success
Chicken has never been more popular in foodservice, but popularity alone won't protect operators who fail to differentiate. With chicken appearing on virtually every menu at every price point, the real battle is no longer about the protein itself.
"It's not that all of a sudden chicken is everywhere — it's always been everywhere," said Maeve Webster, president of Menu Matters. "But what are the operators doing with it?"
Webster will discuss which chicken products and formats are gaining traction in foodservice, what’s falling flat and where white space opportunities exist 2026 Chicken Marketing Summit, scheduled for July 27-29, 2026 at the Innisbrook Resort in Palm Harbor, Florida.
Registration is now open with early bird savings until May 31.
Don't get stuck in the trend trap
The proliferation of similar sounding chicken sandwiches at quick service restaurants illustrates the risk of what Webster calls the "trend hamster wheel," a cycle of operators rushing to replicate what's working for competitors rather than developing something meaningful to their own brand.
"Are they just offering the same chicken sandwich that every other operator down the road is offering?" she said. "Figure out what's good for your own brand, what fits within your own brand voice and brand strategy."
The fried chicken sandwich, while still a menu staple with a growing global footprint, is no longer enough on its own to move the needle. Consumers expect more.
Execution, consistency are non-negotiable
Before operators can differentiate on flavor or format, they must first get the basics right. In an environment where consumers are scrutinizing every dollar spent, inconsistency is fatal, Webster argued.